NEWS: Mediastar scoops Mitsubishi PC business

Mediastar has emerged triumphant from the review of Mitsubishi Electronic PC’s pounds 4 million media planning and buying business, amid speculation that the computer company will now review its creative account.

Mediastar has emerged triumphant from the review of Mitsubishi

Electronic PC’s pounds 4 million media planning and buying business,

amid speculation that the computer company will now review its creative

account.



Mediastar pitched for the Mitsubishi business against Manning Gottlieb

Media and YMG Carat and was informed this week that it had won the

account.



The media account was previously handled by the specialist technology

agency, Banner and Co, while creative is handled by Da Costa and Co.



The appointment comes as Mitsubishi’s Apricot PC brand activates plans

to expand into a wider market. It has traditionally been successful in

the small- to medium-size business market, but is now keen to build a

firm base in the home PC and larger corporate markets.



Ad budgets for the brand have been doubled from pounds 2 million to at

least pounds 4 million and the first advertising bought by Mediastar is

due to break on 1 September.



Bob Offen, the managing director of Mediastar, said that the Mitsubishi

win complemented the agency’s other technical client portfolio. ‘We

already handle Intel on the computer processing side, and Microsoft on

the software side, so Mitsubishi will be able to draw on our already

extensive knowledge of the computer markets,’ Offen said.



Mitsubishi’s plans for a more mainstream advertising push are thought to

involve a more consumer-oriented advertising campaign and a change of

creative agency has been mooted.



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).